Tips

Project = folder for your work (client or campaign).

Keywords = phrases to track.

Good keywords are:

• Your brand names (i.e. BMW)
• Competitor brand names (i.e. Volkswagen)
• Unique industry terms (i.e. DSLAMs)
• Buying signal terms + what you do (i.e. "social media recommendation")
• Geography + what you do (i.e. social media DMV)

With segments, you can filter this list down to remove the noise. So, match broadly, then filter.